Adobe^® Analytics For Dummies^®

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Library of Congress Control Number: 2019932875

ISBN 978-1-119-44608-8 (pbk); ISBN 978-1-119-44600-2 (ebk); ISBN 978-1-119-44601-9 (ebk)

Adobe® Analytics For Dummies®

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Table of Contents

Cover

Introduction

About This Book
Foolish Assumptions
Icons Used in This Book
Beyond the Book
Where to Go from Here

Part 1: Getting Started with Adobe Analytics

Chapter 1: Why Adobe Analytics?
1. Understanding Why You're Using Adobe Analytics
2. Identifying Where Adobe Analytics Data Comes From
3. Configuring and Analyzing Data
4. Situating Adobe Analytics in the Universe of Data Analysis
5. Building a Positive Relationship with Your Data Team
Chapter 2: Basic Building Blocks of Reporting and Analysis
1. Standard Categories of Measurement
2. Defining Dimensions
3. Measuring with Metrics
4. Measuring with Segments
5. Using Report Suites
Chapter 3: Conquering the Analysis Workspace Interface
1. Surveying the Analytics Environment
2. Zooming In on the Workspace
3. Creating Your First Project
4. Understanding the Calendar
5. Using Analysis Workspace Panels
6. Adding Dimensions, Metrics, Segments, and Time Components
7. Navigating the Menu Structure

Part 2: Analyzing Data

Chapter 4: Building Analytic Reports with Freeform Tables
1. Working with Dimensions and Metrics
2. Adding Dimensions to a Table
3. Zooming in with Multiple Metrics
4. Sorting and Filtering Data
5. Dropping into the Segment Drop Zone
6. Exploiting the Value of Templates
Chapter 5: Using Metrics to Analyze Data
1. Analyzing Time Spent
2. Using Metrics for Bounces, Bounce Rate, and Single Page Visits
3. Understanding Metrics Unique to Adobe
4. Exploiting Product and Cart Metrics
5. Working with Custom Metrics in Adobe
Chapter 6: Using Dimensions to Analyze Data
1. Wielding Content Dimensions
2. Connecting Behavior to Advertising
Chapter 7: Using Device, Product, and Custom Dimensions to Analyze Data
1. Defining Key Technology Dimensions
2. Dissecting Product Dimensions
3. Sifting through Time Dimensions
4. Working with Custom Dimensions
Chapter 8: Productivity Tips and Techniques
1. Exploiting Essential Keyboard and Mouse Shortcuts
2. Taking Advantage of One-Click Visualize
3. Invoking Time Comparisons
4. Applying Conditional Formatting

Part 3: Massaging Data for Complex Analysis

Chapter 9: Designing Precise Segments
1. Understanding and Defining Segments
2. Defining a Segment and Setting the Container
3. Using Virtual Report Suites Based on Segments
Chapter 10: Creating Calculated Metrics to Accelerate Analyses
1. Understanding and Defining Calculated Metrics
2. Creating Basic Calculated Metrics in a Freeform Table
3. Building Calculated Metrics from Scratch
4. Getting the Most from Calculated Metrics
Chapter 11: Classified! Using Classifications to Make Data More Accessible
1. Making Data Coherent and Accessible
2. Working with Classified Data
3. Defining Classifications
4. Sending Data to a Classification
Chapter 12: Applying Attribution Models for Sophisticated Analysis
1. Applying Attribution to Your Data
2. Differentiating Attribution Models
3. Operating Attribution IQ in Workspace

Part 4: Visualizing Data to Reveal Golden Nuggets

Chapter 13: Creating Chart Visualizations for Data Storytelling
1. Getting the Most from Charts in Adobe Analytics
2. Creating Charts from Table Data
3. Building Histograms and Venn Diagrams
4. Defining Chart Attributes in Detail
5. Visualization Beyond Data Charts
Chapter 14: Advanced Visualization
1. Visualizing Flow Paths
2. Analyzing Fallout Paths
3. Building Cohort Tables
4. Customizing and Sharing Curated Projects
5. Changing Color Palettes
Chapter 15: Leveraging Data Science to Identify Unknown Unknowns
1. Detecting Anomalies
2. Discovering Contribution Analysis
3. Using Data Science to Compare Segments
Chapter 16: Arming Yourself with Data from the Beyond
1. Drawing Analysis outside Workspace
2. Visual Analysis Heat Maps with Activity Map
3. Integrating within Adobe Products
4. Integrating beyond Individual Products

Part 5: The Part of Tens

Chapter 17: Top Ten Custom Segments
1. Identifying Purchasers
2. Defining a Non-Purchasers Segment
3. Isolating Single-Page Visitors
4. Identifying Single-Visit, Multi-Page Visitors
5. Bucketing SEO to Internal Search
6. Segmenting Pre-Purchase Activity
7. Going Strictly Organic
8. Finding Strictly Paid Activity
9. Filtering Out Potential Bots
10. Identifying Checkout Fallout
Chapter 18: Top Ten Analytics Resources
1. Checking Out Adobe's Analytics Implementation Guide
2. Understanding Why You Need a Measurement Plan
3. Using Data Governance
4. Setting Up a Web Analytics Solution Design
5. Listening In on the Digital Analytics Power Hour
6. Getting Insights from Analytics Agencies
7. Attending Conferences, Conferences, Conferences
8. Joining the Adobe Experience League
9. Learning the Latest from the Adobe Analytics YouTube channel
10. Hacking the Bracket with Adobe Analytics

Index

About the Authors

Connect with Dummies

End User License Agreement

List of Tables

Chapter 1

TABLE 1-1 Business Decisions Not Based on Data
TABLE 1-2 Business Decisions Based on Data

Chapter 2

TABLE 2-1 Weather Forecast for New York City
TABLE 2-2 Weather Forecast with an Hour of Day Breakdown on Tuesday

Chapter 6

TABLE 6-1 Sample Visit with Three Hits across Three Pages

Chapter 7

TABLE 7-1 Sample Visit with Custom Dimensions and Metrics

Chapter 9

TABLE 9-1 A Visitor Makes a Purchase Spanning Several Days and Locations

Chapter 12

TABLE 12-1 A Multi-Visit Example with Several Marketing Channels and Actions
TABLE 12-2 Data Using Linear and Participation Models
TABLE 12-3 Data Using U-Shaped and J-Shaped Models

List of Illustrations

Chapter 1

FIGURE 1-1: Using Ghostery to identify tracking technologies associated with the...
FIGURE 1-2: Using Analysis Workspace in Adobe Analytics to identify anomalies.
FIGURE 1-3: Using the Attribution IQ panel in Analysis Workspace.
FIGURE 1-4: Visualizing flow in Adobe Analytics.
FIGURE 1-5: Connecting Google Analytics with a Google Ads account.
FIGURE 1-6: Creating a calculated metric in Google Analytics.

Chapter 2

FIGURE 2-1: A page dimension in a freeform table in Analysis Workspace.
FIGURE 2-2: A page views metric in a freeform table in Analysis Workspace.
FIGURE 2-3: The visits and page views metrics in a freeform table in Analysis Wo...
FIGURE 2-4: Viewing visits, page views and unique visitors in a freeform table i...
FIGURE 2-5: A freeform table without a segment applied.
FIGURE 2-6: A freeform table with a mobile device segment applied.
FIGURE 2-7: The Adobe Analytics module in Adobe Experience Cloud Debugger.

Chapter 3

FIGURE 3-1: A sample Analysis Workspace project with key user interface annotati...
FIGURE 3-2: Choosing Adobe Analytics in the Solution Selector.
FIGURE 3-3: Verifying that you are logged into Workspace in Adobe Analytics.
FIGURE 3-4: Analysis Workspace, with a single project created.
FIGURE 3-5: New project templates, including the option to create a blank projec...
FIGURE 3-6: A new blank project in Analysis Workspace.
FIGURE 3-7: Selecting a range of dates for a timeline.
FIGURE 3-8: Viewing details for rolling dates.
FIGURE 3-9: When the left rail selector is set to Panels, you see the four types...
FIGURE 3-10: The blank panel in Analysis Workspace.
FIGURE 3-11: An empty attribution panel in Workspace.
FIGURE 3-12: A freeform table ready to be configured.
FIGURE 3-13: A Segment Comparison panel is ready for segments.
FIGURE 3-14: A freeform panel's right-click context menu.
FIGURE 3-15: Displaying components.
FIGURE 3-16: Dragging the page dimension into an empty freeform table.
FIGURE 3-17: Adding a second metric to a freeform table.
FIGURE 3-18: Dragging the marketing channel dimension into a freeform table to c...
FIGURE 3-19: Identifying top marketing channels driving users to the site home p...
FIGURE 3-20: Dragging a segment into the drop zone to filter for iOS users.
FIGURE 3-21: Changing project information and settings.

Chapter 4

FIGURE 4-1: A report with a single metric identifies products with the most visi...
FIGURE 4-2: An additional metric identifies more essential information about pro...
FIGURE 4-3: Initiating a freeform table with a page dimension.
FIGURE 4-4: A page dimension with an added metric: occurrences.
FIGURE 4-5: Increased conversion rates for repeat site visitors.
FIGURE 4-6: Replacing a metric.
FIGURE 4-7: Comparing conversion rates and revenue per order for repeat visitors...
FIGURE 4-8: Adding a third metric sheds new light on how many orders are placed ...
FIGURE 4-9: Toggling between a descending and an ascending column sort.
FIGURE 4-10: Choosing a new sort column.
FIGURE 4-11: Sorting a dimension column with numeric values.
FIGURE 4-12: Opening the filter dialog.
FIGURE 4-13: Filtering data results for anything with the characters category.
FIGURE 4-14: Filtering to show a select set of categories.
FIGURE 4-15: Dragging a segment into a panel’s drop zone.
FIGURE 4-16: Dragging multiple segments into a panel drop zone to create a drop-...
FIGURE 4-17: Toggling between data for iOS and Android users.
FIGURE 4-18: Toggling between time ranges in a drop zone drop-down menu.
FIGURE 4-19: Previewing reports associated with standard templates.
FIGURE 4-20: Top search engine and referring domains generated by the acquisitio...
FIGURE 4-21: Custom templates.
FIGURE 4-22: Saving a workspace as a template.

Chapter 5

FIGURE 5-1: A freeform table showing total seconds spent and a calculated metric...
FIGURE 5-2: A freeform table with data from both the web and a mobile app showin...
FIGURE 5-3: A freeform table showing bounces, bounce rate, and single page visit...
FIGURE 5-4: A freeform table showing video starts and video ID instances.
FIGURE 5-5: A freeform table showing a occurrences, page views, and instances of...
FIGURE 5-6: A freeform table showing visits, average page views per visit, and a...
FIGURE 5-7: Entries, exits, and reloads broken out by the page dimension.
FIGURE 5-8: A freeform table showing how page events are the summation of instan...
FIGURE 5-9: Media initiates, single access, and single page visits by video name...
FIGURE 5-10: Adobe Experience Cloud Debugger shows a tag firing with multiple ev...
FIGURE 5-11: The five cart metrics for the top 10 products sorted by carts.
FIGURE 5-12: Orders, units, and revenue per product in a freeform table.
FIGURE 5-13: Several success events are aligned with marketing channel in a free...

Chapter 6

FIGURE 6-1: A global report suite breaks out each domain and app in the server d...
FIGURE 6-2: Site section mirrors a site’s navigational menu.
FIGURE 6-3: A hierarchy’s level 2 with a value broken down by level 4 in a freef...
FIGURE 6-4: The top ten downloads from a site with partial automatic and partial...
FIGURE 6-5: Identifying where users go when they exit a site.
FIGURE 6-6: Custom links capture several unconventional interactions.
FIGURE 6-7: The data from Table 6-1 is shown using Activity Map and page dimensi...
FIGURE 6-8: The debugger with the Activity Map dimensions populated.
FIGURE 6-9: Referrer shows some complete URLs while others such as google.com ar...
FIGURE 6-10: Referring domain populated in a freeform table.
FIGURE 6-11: Referrer type categories are shown in a freeform table.
FIGURE 6-12: Breaking down marketing channel by channel detail.
FIGURE 6-13: The automatic setup screen to define marketing channel rules.
FIGURE 6-14: A helpful visualization on the marketing channel processing rule se...
FIGURE 6-15: A report suite’s paid search detection mirrors Google Analytics sta...
FIGURE 6-16: A freeform table shows the simplicity of the paid search dimension.
FIGURE 6-17: Search engine is shown with a paid search segment applied.
FIGURE 6-18: An advanced filter is applied to exclude Unspecified.
FIGURE 6-19: A left rail filtered to dimensions associated with tracking code.

Chapter 7

FIGURE 7-1: The browser dimension provides more details than the browser type di...
FIGURE 7-2: The many levels of device data.
FIGURE 7-3: Exploring mobile device dimensions.
FIGURE 7-4: Visits distributed across many levels of geographic dimensions.
FIGURE 7-5: Time spent buckets sorted and with breakdowns.
FIGURE 7-6: A segment definition focused on visits from new visitors.
FIGURE 7-7: A segment definition focused on visits from repeat visitors.
FIGURE 7-8: A segment definition focused on visits from loyal visitors.
FIGURE 7-9: Revenue based on the number of days between first visit and purchase...
FIGURE 7-10: Key activity based on the days since customers’ most recent purchas...
FIGURE 7-11: The length of time since a visitor’s most recent visit.
FIGURE 7-12: Single page visits is broken down by the page dimension.
FIGURE 7-13: Experience Cloud Debugger captures values in both props and eVars.
FIGURE 7-14: Defining a date range with rolling dates.
FIGURE 7-15: Applying a custom date range.

Chapter 8

FIGURE 8-1: Keyboard shortcuts for the Project menu in Analysis Workspace.
FIGURE 8-2: Selecting a noncontiguous set of rows in a table.
FIGURE 8-3: Applying a breakdown to a set of noncontiguous rows in a table.
FIGURE 8-4: Pasting a table into spreadsheets (left-to-right: Microsoft Excel, N...
FIGURE 8-5: Generating a line chart with one-click visualization.
FIGURE 8-6: A line graph generated with one-click visualization.
FIGURE 8-7: Accessing visualization settings.
FIGURE 8-8: Changing to an area chart.
FIGURE 8-9: A selected row is visualized as a line graph with data from June.
FIGURE 8-10: Visualizations locked to position automatically change when the dat...
FIGURE 8-11: Accessing data source settings.
FIGURE 8-12: Locking selected items.
FIGURE 8-13: Without date comparison, you can see the relationship between marke...
FIGURE 8-14: Accessing the time comparison options for a metric column.
FIGURE 8-15: Choosing a custom date range for a custom time period column.
FIGURE 8-16: Displaying marketing channel revenue for two time periods.
FIGURE 8-17: Viewing a percentage change from one time period to another.
FIGURE 8-18: Examining conditional formatting for percentage change values.
FIGURE 8-19: Applying standard, auto-generated formatting to a metric column.

Chapter 9

FIGURE 9-1: Sorting revenue by the city that is the source of a hit to the site.
FIGURE 9-2: Two ways to create a new, blank segment.
FIGURE 9-3: A hit-based segment where Page Equals Home.
FIGURE 9-4: Dragging a second page dimension into a segment.
FIGURE 9-5: Identifying an impossible combination of segments.
FIGURE 9-6: Clicking a segment’s information icon in the left rail to display it...
FIGURE 9-7: The left rail search box can filter based on tag, approvals, and fav...
FIGURE 9-8: The dialog box that appears when sharing from Segment Manager.
FIGURE 9-9: A segment is shared to Experience Cloud.
FIGURE 9-10: The report suite selector drop-down menu with five virtual report s...
FIGURE 9-11: The Report Builder report suite selector drop-down lists displays v...

Chapter 10

FIGURE 10-1: A freeform table without a calculated metric for context.
FIGURE 10-2: The right-click menu when two metrics are highlighted.
FIGURE 10-3: The information circle is clicked on an on-the-fly calculated metri...
FIGURE 10-4: A column sum function is applied to a metric.
FIGURE 10-5: Adobe provides several options for creating a calculated metric.
FIGURE 10-6: Calculated Metric Builder.
FIGURE 10-7: Calculated Metric Builder with page views added to the definition.
FIGURE 10-8: A visual cue assists you when dropping a second metric into Calcula...
FIGURE 10-9: A completed calculated metric: page views per visit.
FIGURE 10-10: A completed sticky rate metric.
FIGURE 10-11: An inaccurate calculated metric set without containers.
FIGURE 10-12: An accurate calculated metric set using containers.
FIGURE 10-13: The text box where you can search for cities.
FIGURE 10-14: The page views metric has been applied to the Philadelphia segment...
FIGURE 10-15: Page views is added as a denominator, outside of the segment conta...
FIGURE 10-16: Dropping the page dimension into the approximate count distinct fu...
FIGURE 10-17: A segment is added so it applies to the function container.
FIGURE 10-18: A calculated metric’s description is shown via the information cir...

Chapter 11

FIGURE 11-1: Renamed SKUs with classification.
FIGURE 11-2: Consolidated values with classification.
FIGURE 11-3: We are searching in the left rail for eVar1.
FIGURE 11-4: A classified dimension is shown with its classifications in the lef...
FIGURE 11-5: An admin prepares to click report suites in Admin Console.
FIGURE 11-6: Conversion classifications are selected after highlighting a report...
FIGURE 11-7: The product variable is collecting some very unfriendly SKUs.
FIGURE 11-8: The first classification to product is about to be added.
FIGURE 11-9: A name and description are added to a new classification.
FIGURE 11-10: A classification was successfully added to the product variable.
FIGURE 11-11: Preparing a classification browser export.
FIGURE 11-12: The classification file is ready to be imported.
FIGURE 11-13: Classification data is shown and broken down.
FIGURE 11-14: Some values of the page dimension that are ready for classificatio...
FIGURE 11-15: A new rule set named page grouping.
FIGURE 11-16: A variable is included in the Variable Selection dialog box.
FIGURE 11-17: A rule classifies pages that start with purchase:.
FIGURE 11-18: A more complete rule set with six rules.
FIGURE 11-19: Some values aren’t handled in the classification rules.
FIGURE 11-20: All variables are matched in the rules in the rule set.
FIGURE 11-21: Setting the first rule of every rule to use a regular expression.

Chapter 12

FIGURE 12-1: A company has access to all features of Attribution IQ.
FIGURE 12-2: A freeform table is shown with revenue attributed to just three pag...
FIGURE 12-3: The Model menu with Inverse J selected.
FIGURE 12-4: The same metrics are applied to the marketing channel dimension.
FIGURE 12-5: The gear icon for revenue is clicked.
FIGURE 12-6: The attribution model is changed to inverse J.
FIGURE 12-7: The Inverse J Revenue (Visitor) calculated metric is ready to save.
FIGURE 12-8: A blank attribution panel is shown in a new project.
FIGURE 12-9: The attribution model selection process begins.
FIGURE 12-10: The settings for the custom attribution model are defined.
FIGURE 12-11: Resulting visualizations at the top of the attribution panel.
FIGURE 12-12: The second set of visualization results from an attribution panel.
FIGURE 12-13: The last visualization returned by the attribution panel.

Chapter 13

FIGURE 13-1: Opening the Acquisition Web template.
FIGURE 13-2: Examining a donut chart.
FIGURE 13-3: Identifying the data source for a chart.
FIGURE 13-4: Changing settings to display a more limited set of values.
FIGURE 13-5: Breaking down a bar chart.
FIGURE 13-6: Converting a bar chart to a donut chart.
FIGURE 13-7: Displaying data as a horizontal bar chart.
FIGURE 13-8: Defining display properties for a line chart.
FIGURE 13-9: A bar chart with three labeled values.
FIGURE 13-10: Stacking a bar chart.
FIGURE 13-11: A scatterplot.
FIGURE 13-12: Identifying and examining source data for a scatterplot.
FIGURE 13-13: A table with marketing channel as the dimension, and orders as the...
FIGURE 13-14: Selecting a row of data to chart.
FIGURE 13-15: A single row displayed as a line chart.
FIGURE 13-16: Multiple values displayed as a line chart
FIGURE 13-17: Displaying data as an area stacked chart.
FIGURE 13-18: Locking data for charting instead of rows.
FIGURE 13-19: Generating a histogram from the left rail.
FIGURE 13-20: Generating a histogram from a blank panel in Workspace.
FIGURE 13-21: A histogram displaying revenue spent by different numbers of uniqu...
FIGURE 13-22: Changing visualization settings for a histogram.
FIGURE 13-23: Generating a Venn diagram.
FIGURE 13-24: A set of segments and a metric for generating a Venn diagram.
FIGURE 13-25: Zooming in on an intersection to reveal detail data in a Venn diag...
FIGURE 13-26: A stacked bar chart without and with 100% Stacked enabled.
FIGURE 13-27: Editing a chart label.

Chapter 14

FIGURE 14-1: Creating a flow visualization in a blank panel.
FIGURE 14-2: Defining a flow visualization by dragging a dimension into the Entr...
FIGURE 14-3: Examining a flow visualization with a defined entry dimension.
FIGURE 14-4: Displaying data for a path in a flow visualization.
FIGURE 14-5: Viewing a summary of entry data in a flow visualization.
FIGURE 14-6: Defining settings for a flow container.
FIGURE 14-7: A path is right-clicked in the flow visualization.
FIGURE 14-8: The page dimension is added to the right as the next dimension in t...
FIGURE 14-9: A new fallout visualization, minus useful data (yet), ready to be c...
FIGURE 14-10: Four touchpoints in a fallout visualization.
FIGURE 14-11: The Android Devices segment is added to a fallout’s All Visits and...
FIGURE 14-12: A touchpoint is enhanced with a second dimensional item.
FIGURE 14-13: A touchpoint is changed to be the next hit.
FIGURE 14-14: Creating a cohort table in a blank visualization.
FIGURE 14-15: A cohort table’s definition is ready.
FIGURE 14-16: Examining the results of a cohort table.
FIGURE 14-17: The results of a cohort analysis in Google Analytics.
FIGURE 14-18: The Curated Components bar is shown with two dimensions included.
FIGURE 14-19: Adding two dimensions to a curated components set.
FIGURE 14-20: Available color palettes for Workspace.

Chapter 15

FIGURE 15-1: A freeform table on the hunt for anomalies.
FIGURE 15-2: The details of an anomaly in a freeform table full of anomalies.
FIGURE 15-3: The Email channel is trended and anomaly detection runs on the line...
FIGURE 15-4: Preparing to click Analyze from an anomaly in a line chart.
FIGURE 15-5: Adding dimensions to exclude from Contribution Analysis.
FIGURE 15-6: Contribution Analysis results.
FIGURE 15-7: Dragging the Segment Comparison panel into workspace.
FIGURE 15-8: Defining the first segment for Segment Comparison.
FIGURE 15-9: Defining a second segment for Segment Comparison.
FIGURE 15-10: The top portion of results from Segment Comparison.

Chapter 16

FIGURE 16-1: Copying a freeform table to the clipboard.
FIGURE 16-2: The Projects menu provides access to download as CSV and PDF.
FIGURE 16-3: Getting ready to send a CSV export.
FIGURE 16-4: The types of conditions for a metric trigger.
FIGURE 16-5: The Experience Cloud login screen in Report Builder.
FIGURE 16-6: The first step in the Request Wizard is complete.
FIGURE 16-7: The second step of the Request Wizard.
FIGURE 16-8: A simple Report Builder request is returned to Excel.
FIGURE 16-9: Sample data on adobe.com shown in Activity Map.
FIGURE 16-10: A few visualizations based on Audience Analytics data.
FIGURE 16-11: The search engines template is shown for use with ad analytics.
FIGURE 16-12: The landing page for creating and editing Data Connectors.

Chapter 17

FIGURE 17-1: Displaying components.
FIGURE 17-2: Launching Segment Builder.
FIGURE 17-3: Titling, describing, and tagging a custom segment.
FIGURE 17-4: Selecting Visitor from the Show options in Segment Builder.
FIGURE 17-5: Locating the orders metric.
FIGURE 17-6: Using the orders metric to define a custom segment.
FIGURE 17-7: Defining Exists as the criteria for segmenting purchasing visitors.
FIGURE 17-8: Applying the custom segment.
FIGURE 17-9: Viewing the properties of the custom Purchasers segment.
FIGURE 17-10: Defining a custom segment for visitors who do not make a purchase.
FIGURE 17-11: Segmenting in a table visitors who do not make a purchase.
FIGURE 17-12: Adding a container in Segment Builder.
FIGURE 17-13: Changing a container setting to Visit.
FIGURE 17-14: Setting the second container to an Exclude.
FIGURE 17-15: The complete definition for a custom single-page visitors segment.
FIGURE 17-16: The complete definition for a single-visit, multi-page visitors se...
FIGURE 17-17: The complete definition for this SEO to internal search segment.
FIGURE 17-18: The complete definition for this pre-purchase activity segment.
FIGURE 17-19: An example definition of a strictly organic segment.
FIGURE 17-20: An example definition of a strictly paid segment.
FIGURE 17-21: An example definition of a potential bots segment.
FIGURE 17-22: Defining a segment for visitors who begin to checkout but don’t pu...

Chapter 18

FIGURE 18-1: The first in a series of video tutorials from Adobe introduces key ...
FIGURE 18-2: A model and a template spreadsheet for a measurement plan and an ev...
FIGURE 18-3: A summary of implementing Adobe Analytics to manage integrating acq...
FIGURE 18-4: A high-level exploration of SDR concepts.
FIGURE 18-5: About the DAPH podcast.
FIGURE 18-6: The blog at 33 Sticks.
FIGURE 18-7: The 2019 SUMMIT conference home page.
FIGURE 18-8: Comparing more than one segment in a report.
FIGURE 18-9: Playing Hack the Bracket with Adobe Analytics.

Introduction

Adobe Analytics For Dummies is a comprehensive survey of creating and managing analysis projects with Adobe Analytics. We’ve endeavored to make the bulk of the content accessible to those of you new to Adobe Analytics, while providing plenty of depth and substance to carry data analysts through advanced and complex challenges. We had a blast writing this book, and appreciate your coming along with us on a journey of discovery to wield the state-of-the-art application for data analytics.

About This Book

Adobe Analytics For Dummies provides an in-depth exploration of how to use Adobe Analytics. As an analyst, you face unique challenges analyzing and leveraging data from users who engage your company’s or institution’s web presence. With that in mind, throughout this book we show you how to accomplish essential and complex tasks, and we bring these processes to life by using a range of real-life examples. We’ve also drawn on experiences in the trenches to share globally applicable tips and techniques that you can use throughout Adobe Analytics — especially in Analysis Workspace, Adobe’s most-used analytics product.

In organizing and presenting the material, we embrace and adhere to the easy-to-access structure of Dummies books: Although you can read the chapters sequentially, they also stand alone as explorations of specific functionalities in Adobe Analytics.

Here are some conventions we use throughout the book:

Text that you’re meant to type just as it appears in the book is bold.
There is little coding in this book, but where appropriate, web addresses and programming code appear in monofont. If you're reading a digital version of this book on a device connected to the Internet, note that you can click web addresses to visit websites, like this: www.dummies.com.
As you’re familiar with in other Dummies books, we use the command arrow to identify sequential steps. For example, to share a file, choose Share ⇒ Send File Now.

Foolish Assumptions

This book aims to fill the needs of two audiences (and those of you who fall in between). One audience consists of folks who are new to Adobe Analytics and have only some acquaintance working with data in general. The second audience consists of people who have substantial expertise in data analysis but are adopting or transitioning to Adobe Analytics (including from Google Analytics). This book combines specific techniques to take advantage of the full power of Adobe Analytics, with frequent excursions into why you would want to use the rich toolset you get with this industry-leading application.

Other than that, we have no assumptions. Come as you are. Welcome. And get ready to discover how to wield Adobe Analytics to enhance the success rate of your enterprise, whatever it is.

Icons Used in This Book

If you’ve read other For Dummies books, you might have noted that they use icons in the margin to call attention to particularly important or useful ideas in the text. In this book, we use four such icons.

The Tip icon marks tips (duh!) and shortcuts that you can use to make working with Adobe Analytics easier.

Remember icons mark information that’s especially important to know. To siphon off the most important information in each chapter, just skim through these icons.

The Technical Stuff icon marks information of a highly technical nature that you can normally skip over.

The Warning icon tells you to watch out! It marks important information that may save you headaches and avoid potentially costly mistakes.

Beyond the Book

Throughout this book, we provide links to detailed reference material from Adobe (and in some cases other sources) that will support your Adobe Analytics journey.

In addition, we have two handy cheat sheet articles that will help you instantly get more value from Adobe Analytics. The topics focus on getting around Analysis Workspace and building two useful calculated metrics. To get to the cheat sheet, go to www.dummies.com/cheatsheet/adobeanalyticsfd. Or go to www.dummies.com and type Adobe Analytics For Dummies cheat sheet in the search bar.

Where to Go from Here

This book isn’t linear. That is to say, you can flip to the material you need, get help with any particular aspect of Adobe Analytics, and come back for more when you’re ready. That said, if you’re new to Adobe Analytics, we suggest starting with Part 1 for a basic foundational introduction.

Part 1

Getting Started with Adobe Analytics

IN THIS PART …

Get an overview of the role Adobe Analytics plays in the world of data analysis and how data is fed to Adobe Analytics.

Understand the basic terms of analysis used by every analyst daily.

Learn to navigate Analysis Workspace.

Create a project in Analysis Workspace.